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Selon Forrester, Google va gagner la bataille de la publicité en ligne contre Facebook

forrester

Nate Elliott, vice-président et analyste principal chez Forrester, était un conférencier vedette à Intracom 2013, qui se déroulait jeudi à Montréal.  Ayant débuté sa carrière sur le web en 1995, il est considéré comme un pionnier dans l’industrie des stratégies interactives. Nate Elliott aide les entreprises à élaborer des stratégies de marketing interactif, en particulier les chaînes de marques tels que les médias sociaux et la publicité vidéo en ligne. Ses clients viennent de presque tous les secteurs – y compris les biens de consommation, les produits pharmaceutiques et les services financiers – et de partout dans le monde.

Sa conférence s’intitulait : « Affinité, intention et la répartition du budget marketing – Évaluer comment Facebook aura un impact sur votre commercialisation »  Selon M. Elliott chaque jour, des milliards de recherches se font sur Google, et dans le processus, ils créent ce que John Battelle a qualifié de «base de données des intentions»: un enregistrement massif des désirs du monde qui aide l’entreprise à générer des dizaines de milliards de dollars de recettes publicitaires. Facebook, peut-être la seule autre société qui a recueilli autant de données que Google, n’a pas eu la même chance jusqu’à présent de convertir ses données en dollars. Pourquoi ? Parce que contrairement à Google, Facebook a involontairement construit une « base de données de l’affinité»: un record massif de ce que les gens aiment plutôt que ce qu’ils ont l’intention de faire.

Valeur des bases de données

Selon M. Elliott, la base de données de l’affinité est potentiellement aussi précieuse que la base de données des intentions – mais ni Facebook ni les responsables du marketing n’ont réussi à trouver la façon de faire ou de mesurer cette valeur.

M. Elliott soulève l’importance de l’analyse des données pour avoir une campagne de publicité mieux rentable en ligne, ou dans les médias traditionnels.  Il donne l’exemple de Ford et de ses modèles de camions « pickup ».  Dans les annonces à la TV, on voit toujours des cowboys ou des gens très masculins qui font plusieurs activités de construction.  Or, selon M. Elliott 40% des clients qui achètent ces camions sont en fait des femmes et plusieurs clients sont aussi des professionnels à « cols blancs ».  Ford ne fait pourtant aucune publicité pour rejoindre ce large public.  L’analyse des bases de données permet de mieux cibler les campagnes de publicité et d’avoir une meilleure rentabilité en rejoignant les segments les plus importants de sa clientèle. La publicité en ligne le permet.

Selon un sondage de Forrester, l’importance des médias sociaux est un phénomène mondial en très forte croissance.  Ainsi, il y aurait entre autre: 83 milliards de « J’aime » sur Facebook par mois, 12 milliards de tweets par mois et 6 million de critiques sur Amazon par mois.

Les engins de recherche comme Google permettent non seulement de développer une base de données des intentions (catalogue des désirs ou intentions d’achats en observant les comportements de recherche en ligne) mais aussi une base de données d’affinités (préférences ou désirs de connecter avec des gens, produit, chose ou marque). Cette dernière est plus émotionelle, exprimée par un plus grand degré d’engagement sur des années, et qui favorise les annonceurs de marques.

Google a beaucoup plus de succès pour monétiser ses données avec des revenus de publicité de 50 milliards $ en 2012, par rapport à 5 milliards $ pour Facebook.  Google est mieux positionné à cause que :

  1. La firme est en mesure d’utiliser ses données de recherche mondiales,
  2. Elle a de bons outils d’analyses pour faire du sens avec ses données, et
  3. Ses formats de publicités (incluant la vidéo et YouTube) peuvent mieux créer un impact avec les marques.

La leçon à retirer est que pour les annonceurs, Google est la meilleure plate-forme pour une campagne de publicité en ligne et qu’il faudrait limiter plus son budget de publicité sur Facebook.  Pour en savoir plus sur la valeur des bases de données en publicité, lisez l’article: 8 Fast Growing Infomediation Players sur Seeking Alpha.

Louis Rhéaume

Infocom Analysis

louis@infocomintelligence.com

Twitter : @InfocomAnalysis



New chapter of a book on technology business models now available

Our new chapter on the redefinition of technology business models is available online at Nova Science Publishers.

https://www.novapublishers.com/catalog/product_info.php?products_id=25245

Notre nouveau chapitre sur les modèles d’affaires en technologie est maintenant disponible en ligne.

 

Rethinking North American Telephony Business Models in the Age of Turbulence 

By : Louis Rhéaume, TELUQ and Infocom Intelligence; Dr. Yves Rabeau, UQÀM

Date, June 2012

Abstract.

Since the mid-90’s the telecom industry went into a period of sustained disruptive innovations which combined with deregulation led to a lot of turbulence and a sometimes difficult redefinition of business models. A true Schumpeterian wave of innovation enhanced by competition leads to creation of wealth as an unprecedented investment boom occurred in telecommunications sustained by overly optimistic and sometimes fraudulent forecasts of Internet traffic. But it also led to wealth destruction when the financial bubble ended in a stock markets crash in 2000, whereas several telecom companies went bust weakened by debts, substantial overcapacity and a loss of market power. It then became clear that traffic growth did not translate necessarily into revenue growth. As overcapacity eased in the 2000’s and telecom companies painfully restructured, the wave of innovation went on. Particularly, VoIP definitely made long-distance wireline service and dial-up ISP commodities. The telephony industry is moving from a transport sector toward a service sector as information technologies are at the heart of all business models in the world economy.

Louis Rhéaume

Infocom Intelligence

louis@infocomintelligence.com

Twitter: @InfocomAnalysis

Our new article “Epilogger: a Canadian Startup Making Waves in the Events Industry [Exclusive Interview] ” is available on Techvibes

http://www.techvibes.com/blog/epilogger-a-canadian-startup-making-waves-in-the-events-industry-exclusive-interview-2012-05-25

 

Louis Rhéaume

Infocom Intelligence

louis@infocomintelligence.com

Twitter: @InfocomAnalysis

How Social Media is transforming the News Industry [INFOGRAPHIC]

Social media has been more popular than ever with the exponential growth of Twitter, Facebook and Pinterest. It appears that what is happening in the world as traditional news outlets become increasingly less relevant to the digital generation.

Ordinary citizens are making major news stories through Twitter for example, the stories of Osama Bin LadenWhitney Houston‘s death or the Hudson River plane landing.  Professional journalists are often using Twitter to diffuse news quickly before writing up full articles.  Furthermore, online news now generates more revenue than print newspapers.

Social media is not perfect: around 50% of news consumers have received “breaking news” via social media, only to find out later it was erroneously reported.

The online education portal Schools.com did an interesting infographic on how social media is replacing traditional journalism as a news source.  Sources are:  the Washington PostPew Research Center and Reuters.

 

 

Louis Rhéaume

Infocom Intelligence

louis@infoocomintelligence.com

Twitter: @InfocomAnalysis

 

The business model of Twitter according to CEO Jack Dorsey

[Published originally on January 26, 2012]

According to Jack Dorsey, the founder of Twitter, the company did not have a real business model until recently since they are now targeting advertising revenue. They concentrated on getting a critical mass of subscribers first which then gave rise to an exponential traffic growth. They now have more than 190 million users, which are tweeting 65 million times a day . Twitter’s market value has reached $7 billion in January 2012, according to SharesPost. Twitter’s new business model relies on charging for access to its full data stream. According to GigaOm , it will feature promoted tweets in search results and promoted trends in its trending topics . It will publicize sales and other deals. Twitter is even considering inviting users to pay to promote their Twitter accounts. Promoted tweets would represent a Twitter-specific version of Google AdWords. Thus, Twitter is still experimenting with new sources of revenues. As for Facebook, Telcos will have to determine if they want to have Twitter as a partner and at what conditions.Jack Dorsey, the CEO and co-founder of Twitter recently gave an interview to TechCrunch:

“What is Twitter compared to Facebook, Google+ and other social networking services?

Twitter is different because we’ve always been about hosting public conversations, that are real-time to boot. There’s always been this perception that you need to tweet to use Twitter, but we see a huge number of people using it for the discovery of news, events, content and so on. Our focus on simplicity is another differentiating factor….
Twitter was obviously born from a blogging-centric mindset, but where we shine is real-time discovery, being able to open up Twitter and instantly see what’s going on in the world, or with your friends and family. When we recently redesigned the website, we focused a lot on the discovery part of the equation, making it very simple for people to get value out of Twitter without necessarily participating…

Twitter has just acquired Summify, in order to deliver relevant content to people, instantly.

In the long run, is Twitter going to become a destination for information, or a distribution channel that brings traffic to other websites?

The beautiful thing about the service is that it is both. The most amazing thing about Twitter is that it reaches every single device on the planet, from the cheapest phone to the most advanced smartphone. We’re not just about distribution, but also about people sharing content on Twitter.

Do you want to be a distribution channel or a destination site?

Well, it’s a blurry line, but in essence we think of every tweet as a destination on itself, while Twitter is also a mechanism for distribution of content.

It look a long time for Twitter to develop a business model, and it’s based on advertising. We can agree that Twitter is big in perception but comes up short when it comes to engagement and stickiness. Do you need the same level of engagement other social networks enjoy to make your business model work?

Twitter’s business model has been in development for quite some time, and it works. Advertisers use it and we see them coming back for more. The market has vetted, and confirmed that they want to keep using it. Twitter’s ‘Promoted’ products — including promoted tweets, accounts and trends — are currently seeing 3 to 5 percent engagement. We’re always looking to increase engagement, but I also think about other things, like that fact that our technology can have a positive impact on the world and how businesses interact with their customers.

So what you’re saying is that even with the extremely minimal exposure of ads that you deliver, engagement can still prove sufficient enough to make for lots of revenues down the line?

Absolutely, it’s huge. Every signal that we’re getting from both users and advertising proves to us that people want more of it.

What’s more important to you as a business right now: make money or get more users? And you can’t answer both.

Both. It’s not really a fair question. We think of revenue as not a destination but as oxygen that feeds the model and vice versa. You can’t build a product without revenue, but you can’t focus on revenue without having a product either. Twitter is an organic system and product. Time and time again, you see companies whose revenue model makes their products better, just look at how Google AdSense improved search.

Source of the interview: TechCrunch.

Louis Rhéaume
Infocom Intelligence
louis@infocomintelligence.com
Twitter: @InfocomAnalysis

The universe of Twitter apps

[Published originally on SUNDAY, JANUARY 23, 2011]

Here is a graph from Readwriteweb categorizing 150 Twitter applications :

Louis Rhéaume
Infocom Intelligence
louis@infocomintelligence.com

Create your own Twitter or Facebook daily newspaper

[Published originally on TUESDAY, JANUARY 11, 2011]

How to read Twitter and Facebook as a daily newspaper

paper.li wants you to organize links shared on Twitter and Facebook into an easy to read newspaper-style format.  It aims to offer a great way to discover content that matters to you – even if you are not connected 24/7.  You can also consult the “personnalized” newspaper of others users.

Aggregating content is not new.  Yahoo through its syndication model does that since its creation by buying information from different news sources and personnalizing the content through My Yahoo where the users select some categories of their choices. However, paper.li is one of the first to offer aggregation of Twitter information and Facebook information.
The quality here resides in the credibility of the person creating the daily newspapers.  Thus, indexing the most  relevant sources on a particular topic can create value to the reader.  For instance, a travel executive can create a personnalized daily newspaper where the content would bring value to its customers.  So far the categories are:

CATEGORIES

SmallRivers (paper.li) is a privately held startup incorporated in Switzerland (Lausanne) and located on the Swiss Federal Institute of Technology EPFL campus.

Co-founded by Edouard Lambelet and Iskander Pols, the company is focused on facilitating the discovery of relevant content and other people of interest on the web. Paper.li is their latest development, and by far the most promising. Since inception, in less than 6 months, the company got 2 million users.

There is a new word for this type of aggregating tool: it is call “curation”.  It is a methodology emerging that companies can use to help gather and sort the information that matters for them. In today world of information overload, corporate CIO’s and CMO’s are exploring ways to build internal curation solutions.
For more information on that topic you can consult
http://www.businessinsider.com/paper-li-2011-1
Louis Rhéaume
Infocom Intelligence
louis@infocomintelligence.com
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